Website Analytics - A Non-Technical Introduction for Business Leaders

Website analyticsA NON-TECHNICAL INTRODUCTION for BUSINESS LEADERS

WEBSITE ANALYTICS 2 • 37LEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM)

Hits and impressions do not matter!

http://amandarudd.wordpress.com/2011/08/26/what-was-i-thinking/

(unless you montetize your site through ads, which you probably don’t for your business)



WEBSITE ANALYTICS 3 • 37

TRAFFIC VS GOALS

DOES TRAFFIC MATTER?

Unless you stuff your site with ads and aim to get as much traffic as possible, you should never look at overall volume of traffic as a success measurement.

You should look at the path your users take to reach an end goal and use website metrics there to see how you can get people to do what you want them to do.

http://www.flickr.com/photos/nostri-imago/3137422976/

LEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM)



TYPICAL AIMS


WHAT IS THE ULTIMATE GOAL FOR A COMPANY WEBSITE?

‣ Sell (eCommerce)‣ Advertise‣ COMMUNICATE‣ Support

Companies typically aim to accomplish one or more of these goals with their websites.

Simply tracking bounces, exits, traffic sources, and other similar types of metrics without these end goals in mind is a waste of time.

WHAT ARE YOU TRYING TO GET PEOPLE TO DO ON YOUR SITE?


STEP ONE

DEFINE YOUR WEBSITE GOALS.SET THESE UP AND TRACK THEM, IF YOU HAVEN’T ALREADY.

HOW TO DEFINE GOALS


WORK TOWARDS AN END TARGET

Begin with the end in mind.Stephen covey

http://www.flickr.com/photos/athomeinscottsdale/5247714147/




IT’S ALL ABOUT THE FLOW TO YOUR GOALS

http://www.flickr.com/photos/iandeth/2485322567/

WHY ANALYTICS?



ANALYTICS - THE RAISON D’ȆTRE


go with the flow

GOALS ALIGN WITH SPECIFIC FLOWS ON YOUR WEBSITE. your analytics will show you how to improve your site for these goals.

TARGETED flow


A BASIC MODEL FOR HOW PEOPLE SHOULD NAVIGATE YOUR COMPANY’S WEBSITE

ORGANIC SEARCH

PAID SEARCH LANDING PAGE

ENTRY PAGE

CALL-TO-ACTION

BOUNCE / EXITS COULD OCCUR ANYWHERE HERE

GOAL COMPLETION(COULD BE THE SAME)

MEASUREMENT CATEGORIES


WAYS YOU CAN ANALYZE YOUR WEBSITE GOALS

‣ BUSINESS‣ SITE USE / FLOW‣ SEO‣ SOCIAL

Some of these look outside your site, but they are important factors in driving traffic to your site.

This presentation focuses primarily on business metrics using site use / flow metrics to support and improve upon these. Within the business category, we incorporate your advertising (AdWords & others).


THE BIG ONES THAT COUNT THE MOST

• ROI• LEADS • sales• other CONVERSIONS

• bounce rate • visitors - unique, new, returning• referral source (+ Location)• page views / visit + time on site

focus measurementsBUSINESS site use / flow


BUSINESS ANALYTICS FOR YOUR WEBSITE

http://www.flickr.com/photos/consumerist/422359926/



WTF IS ROI?


roi definition

RETURN ON INVESTMENT (ROI) =WHAT YOU MAKE (TOTAL INTAKE - TOTAL COSTS) - OR ÷YOUR INITIAL INVESTMENT IN THE PROJECT

WEBSITE ANALYTICS 14 • 37

So, i’m supposed to believe it is really that easy TO MEASURE ROI?

WEBSITE ROI

LEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM)

IS MEASURING ROI EASY?


The answer is

YesandNo

CONSTRAIN YOUR MEASURMENTS


WHERE MEASURING WEBSITE ROI WORKS

E N D G O A LT I M E

P A T HC A M P A I G N /

I N T E N T

Measuring ROI for your whole website is painful.

Measuring ROI for a specific purpose, bound by time, specific paths, and goals, is actually quite easy.

Calculate costs & returns on a campaign by campaign basis. The rest is overhead you can allocate to all.

LEAD DEFINITION

WHAT IS A LEAD?

Generating leads from the web is a marketing tactic to collect names, emails, and/or other contact information from people interested in your business.

http://www.jacksonvillelocalsearchmarketing.com/jacksonville-local-lead-generation/




leads vs sales

AWESOME PRESENTATION TEMPLATE

‣ Complexity of the product or service

‣ Sales price‣ trust factor‣ Marketing / Sales Cycle

Why not just go ahead for the sale on your site? Do it, if you can.

The factors on the left denote typical reasons why people use websites to collect leads over simply selling directly on the web.

Let’s face it - you just can’t sell some products and services online. Period.


WEBSITE ANALYTCS 19 • 37LEQUIRE BUSINESS CONSULTING (LEQUIRECONSULTING.COM)

WEBSITE LEAD GENERATION

Key Measurements

http://hankerings.wordpress.com/2010/06/01/for-a-self-weeding-garden/

‣ COST PER LEAD‣ COST PER SALE / opportunity

(LEADS THAT CONVERT TO SALES)‣ quality of lead =

ratio of cost per sale tocost per lead



WHAT ABOUT WEBSITE ANALYTICS?


support lead generation

MONITOR: GOAL CONVERSION Rates (i.e. -“SUBMISSIONS” VS CLICKS),cost per click,SPLIT TESTS


Split test example

ANALYTICS SHOULD DRIVE YOUR GOALS


THE GOAL

MAXIMIZE CONVERSION RATESMINIMIZE COST PER CLICKMINIMIZE COST PER SALE (LEAD TO SALE)


HEY DUMMY - isn’t this about WEBSITE analytics?!?Why are you talking about ads and cpc???


It’s all part of the same chain

HEY - IT’S NOT ABOUT YOUR AD, IT’S YOUR SITE


For Your information

THE QUALITY OF YOUR landing PAGE(S),aka your website,IS 90%+ YOUR COST PER CLICK AND99% Your CONVERSION RATE*

*WE’LL LOOK AT THIS IN MORE DETAIL IN ANOTHER PRESENTATION


website analytics support your ultimate online goals, not to sound like a broken record...


WEBSITE ANALYTICS TO MONITOR

whAT MATTERS?Step 1: Design the flow you want your visitors to take.

Step 2: Monitor these items for individual pages in your flow: - unique visitors - traffic source (keywords, paid/organic, etc.) - action on page - action after page - time on page - bounce rate


Unique Visitors

DON’T STUFF YOUR STATS

The same person who visits your site multiple times does not count as a new unique visitor, even if he or she views multiple pages at multiple intervals during the day.


Bounce Rate

DON’T STUFF YOUR STATS

This is the percent of people who leave your site after viewing just this one page.

This is not the same as exit rate which is the percent of people who leave your website looking at a specific page whether or not they have looked at other pages on your website.

Traffic Sources


TYPICAL CATEGORIES

‣ PAID‣ ORGANIC (SEARCH KEYWORD)‣ REFERRAL

Paid visitors come from your ads.

Pay attention to where people find you through search - this is where a Search Engine Optimization (SEO) strategy comes into play. Pay extra attention to whether or not the page linked to these search terms converts your visitors to your goals.

The best source is when visitors arrive from a link into your site - when someone shares your page on their site or through a social media conversation. AKA social credibility. These also help your SEO, big time.


Look at the right stats

X ✓


Go beyond google analytics

(this is a heat map from crazyegg,it shows where people click on your page)


Go beyond google analytics

(this a real-!me dashboard with great social media infofrom chartbeat)

THE MOST IMPORTANT LESSON


USE YOUR INFORMATION

YOUR ANALYTICS ARE ONLY AS GOOD AS YOU USE THEM. TWEAK YOUR PAGES TO FLOW BETTER TO YOUR GOALS. MEASURE. REPEAT.

BEFORE THIS BECOMES INFORMATION OVERLOAD...


THAT’S A WRAP

we hope you enjoyed this non-technical introductionto website analytics.

Lequire THANK YOU

new projects and customers makes us HAPPY.

PLEASE VISIT OUR WEBSITE



WHO IS LEQUIRE?

JOSH LEQUIREI’m a husband, father, and nerdy guy who loves taking data and making something really cool pop out of it.

There is real opportunity to give your business a big boost, just by analyzing your data. I’d love to show you how.

Website Analytics - A Non-Technical Introduction for Business Leaders

Technology

Transcript of Website Analytics - A Non-Technical Introduction for Business Leaders